Build Your Demand Gen Engine In 12 Weeks

We give B2B marketers in small teams the strategy, templates & tools they need to drive more revenue for their business.

 5/5

B2B Marketers LOVE The B2B Incubator

The structure and the templates were super… having something I can plug and play and act on… was super helpful… Even my bosses and my supervisor and the other people from like product, customer, developer – they’re all impressed.

The B2B framework has allowed me to lead as a manager… I am now able to point out: this is what we need to do, this is the strategy, this is the process, and this is how we can scale the process in the team.

Recommended to all B2B marketers out there in a small team thrown in the deep end and wondering what to prioritise and how to generate demand from your dream customers. The B2B incubator will guide you through it in 3 steps, giving you the frameworks and practical tools to bring together a comprehensive marketing strategy. I’m really looking forward to fully putting it into action.

George and his Incubator are a great opportunity if you’re looking to learn a new marketing methodology or want to refocus your marketing efforts As an early-stage marketer, I know I will frequently revisit the resources and knowledge provided by the program.

Without a dedicated internal marketing team, we were finding it difficult to set aside time to work on our Dream Customer. The B2B Incubator has allowed George and I to collaborate to bring clarity to our vision and structure to our processes. As a team, we have been able to clarify our Dream Customers and adjust our digital marketing and product offerings accordingly.

Like Many B2B Marketers in Small Teams... we bet you're:

struggling to consistently generate opportunities for sales
unsure of how marketing is impacting the bottom line of the business
Finding it hard to get buy-in from executives on marketing programs
Constantly in service of sales
Drowned in 'busy work' that didn't really move the needle
Trying to control lead and acquisition costs

Your Job is NOT To Get More Leads.
It's More Revenue.

What's Wrong With Leads?

The old ‘lead generation’ tactics in B2B are outdated. A focus on quantity instead of quality of leads is a NIGHTMARE for sales.

Worst of all – it’s rarely a profitable way to acquire customers. We’ve seen too many Marketing Managers fall victim to this.

Instead, if you focus on building a relationship with your Dream Customers BEFORE they’re ready to buy from you – you’ll create a much more efficient pipeline of customers ready to buy.

Less leads. More revenue. That’s demand generation.

Demand Generation is the Marketing
Secret To Consistently Drive Revenue

It’s the difference between the brands that grow profitably online, and the ones that don’t.

Life Without Demand Generation

Less opportunities for sales
Unpredictable revenue
Constantly trying different 'hacks' and 'tricks'
Market followers
Rising acquisition costs
Lack of inbound leads
Slow sales cycles

Life With Demand Generation

More opportunities for sales & revenue
More predictable revenue
Know how to get customers to come to you
Become the leader of your category
Lower acquisition costs
More, better inbound leads
Faster sales cycles

We Show You How To Create Demand For Your Brand - in 12 Weeks!

The B2B Incubator gives you the strategy and tools you need as a small marketing team to win over the modern buyer, and generate real long-term ROI from your marketing.

A demand engine for your business means that customers come to YOU, not the competition when they’re ready to buy. That’s the only path for marketing to consistently contribute revenue to the business.

Building a demand engine is a skill that separates average marketers from GREAT ones.

GEORGE COUDOUNARIS & KEVIN CHEN, CO-FOUNDERS OF THE B2B INCUBATOR

Your Session Plan

Delivered over 12 weeks. You retain access to the materials even after the conclusion of the program.

Weeks 1-4

GET YOUR ENGINE READY

Deeply Understand Your Customers

Identify your BEST customers with 80/20 analysis
Conduct customer interviews to learn how to influence your Dream Customers
Learn to position your business so it is a 'no brainer' in the mind of the customer
Identify the buying committee for your Dream Customers
Map the buying journey so you know where to focus your resources
Use the Dream 100 to find a deep well of Dream Customers

BONUS TEMPLATES

BONUS RESOURCES

Weeks 5-10

BUILD YOUR HELPFUL DEMAND ENGINE

Build Relationships At SCALE with a Helpful Content

Implement our system to create EXPERT, helpful content your Dream Customers love
Use our Repurposing Framework to CUT down time on content creation by 50%
Get 15x more Dream Customers seeing your content without spending money on ads
Use our 3 techniques to making your content CUT THROUGH the noise
Get the 5 Types of Content you need to turn a Dream Customer into a buyer
Understand what platform and format to put your content in
Get the metrics you need to measure the success of your helpful content
Learn to SCALE your content program so you're not doing it alone

Weeks 11-12

SCALE YOUR DEMAND ENGINE

Accelerate Demand & Use Paid Media & ABM to win Key Accounts

Learn to accelerate demand generation using paid media
Create product ads that generate opportunities & revenue
Align with sales using Account Based Marketing
Create your first pilot ABM program on a shoestring budget
We give you a path to independence beyond the 12 week program

BONUS RESOURCES

We Give You Everything You Need To Generate Demand Over 12 Weeks

Strategy

Get the strategy over 12 weeks you need to generate demand

Templates

Use our custom built templates to implement the strategy

Tools

Implement the tools we recommend to work faster

Live Q&As

6x Group Q&As to answer questions and discuss implementation

Documented Strategy

Document your demand strategy so your boss, sales & everyone can be aligned

Metrics To Measure

Get the metrics to measure to know your plan is on track for success

Pricing

$ 997

One time payment

16 + hours of pre-recorded tutorials
Strategy, templates & tools to execute
Videos & transcript of program
Learn and implement at your own pace

$ 2,500

One time payment

16 + hours of pre-recorded tutorials
Strategy, templates & tools to execute
Videos & transcript of program
Learn and implement at your own pace
6x live Q&As with George Coudounaris
Connect & share with other B2B marketers
Program completed in 12 weeks
Certificate of completion

Popular

$ 8,400

per month for 6 months

Audit of existing activities
Custom plan to develop a demand engine
Strategy, templates & tools to execute
1:1 consulting sessions
Support to ensure proper implementation

FAQs

Can you tell me more about what I will learn and implement?

Yes! You can grab the extended program guide here.

Who, specifically, is The B2B Incubator For?

This program is for inhouse B2B marketers who want:
– a concrete strategy for generating and closing demand, and an implementation toolkit to do it
– to elevate their B2B marketing career and expertise
– to get buy-in from those around you to create real marketing programs that work
– to have a real impact on the bottomline of their business
– to network and learn with other like minded B2B marketers

Who should NOT apply to The B2B Incubator?

This is not for B2B marketers who:
– are looking for hacks
– want ‘quick wins’
– aren’t prepared to learn or implement their learnings

Why is this different to other B2B Marketing courses?

This is not a course.

It is a strategy development program that not only shows you what to do, but gives you the tools and templates to do it. It aims to transform your thinking about B2B marketing holistically.

The program is based on The 5 BEs Framework – which is what we do for our own clients and is how we grow our own business.

We share our 5 BEs Framework on The B2B Playbook Podcast

Do you have a business case to send to my boss?

Yes, we do! Click here to download it.

How long is the Incubator and what format is it in?

The B2B Incubator runs over 12 weeks.

Every week you will have a session with material to review and act on. It will be made up of: videos, slides, written notes, and templates to implement the learnings.

There will also be 6 live Q&A sessions with George Coudounaris (every second week).

When does The B2B Incubator start?

Apply now to receive information on the next cohort date

When are the live sessions?

They will be arranged with the cohort at a time that most can attend. They occur every second week of The B2B Incubator.

If you are not able to attend, you can submit questions in advance, and the recorded sessions will be sent to you.

What is the workload?

The program material is about an hour a week.

However, you should be applying these learnings to your business as you go – so you can spend as much or as little time on implementation as you like as you go through The B2B Incubator.

How much does it cost?

$2,500 AUD for 1 person from your company. Or $3,000 for two people from your company.

What do I need to apply?

A passion for real B2B marketing. A good attitude. And a desire to improve.

We have multiple people from our company who want to go through it - do you do group rates?

Yes we do. Please contact general@theb2bplaybook.com for group rates.

Do you run in-person workshops?

Yes, if you are located in Sydney, NSW Australia. We will consider other locations on request.

Please contact general@theb2bplaybook.com for details.

Do you have reviews from other B2B marketers?

We do! Here are our ‘brutally honest’ reviews from past participants of The B2B Incubator

You can also reach out on LinkedIn to B2B marketers and past participants:

Ben Grossberg (Senior Marketing Manager at Weel), or
Ati Aziz (Growth Marketer at ClearCalcs), or
Shahed Abotouk (Marketing Manager at Commutifi), or
Sam Henderson (Head of Marketing at Skalata)

Are there other B2B marketers who have been through the program that I can ask about it?

You can also reach out on LinkedIn to B2B marketers and past participants:

Ben Grossberg (Senior Marketing Manager at Weel), or
Ati Aziz (Growth Marketer at ClearCalcs), or
Shahed Abotouk (Marketing Manager at Commutifi), or
Sam Henderson (Head of Marketing at Skalata)

Apply Now & join the waitlist

Apply now so you’ll be the first to know when enrollment opens (SPOTS ARE LIMITED). It only takes a minute or two!

I would like to...

Apply to join The B2B Incubator cohort Enquire about working 1:1 with you

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1/ How many marketers are in your team?*

2/ What is your annual marketing budget?*

3/ What kind of business are you looking to market?*

4/ When would you be ready to start the b2b incubator?*

5/ How did you first hear about the b2b incubator?*

What Marketers Like You Are Saying...

Love the podcast and the way you 'waterfall' content from it (and the genuineness that comes through)!

Just wanted to reach out to let you know how much I’m enjoying the podcast - I definitely get the feeling that I’ve learned something I can use after each episode

Been following for a bit and trying to catch up on the podcast. You post some great content and the podcast is 🔥

Starting and growing a business isn't easy no matter how good your service or offering is. Doing digital marketing feels like climbing Everest. Thankfully the B2B playbook podcast breaks it all down for you. George & Kevin are great to listen to & step you through the 5Be's of how to get your marketing right. After a few listens you can start climbing that mountain to your marketing success.

Enjoying all your content and listening to the B2B podcast episodes. Always get some value from them 👌

George and Kevin are a wealth of knowledge in B2B marketing. They passionately share their knowledge in their B2B Playbook podcast and each episode brings on new insights. I recommend it to any new marketers starting in the B2B space: it's like having your own marketing mentors on the go!

I have been following some of your content on LinkedIn and started listening to your podcast. I really like the stuff you guys are putting out there.

Hey George, Just want to tell you how much I enjoy your content (podcast, posts on LinkedIn,...) As a web dev with no prior marketing know how who is now CEO of a small agency with marketing responsibility there is so much to learn. Your work is a great source. Love it

Really do love the work you guys do and appreciate how you make B2B marketing more accessible ❤

The main reason I love the podcast is I can get to know the B2B marketing mindset & experience. There’s tons of blogs/ courses online to talk about B2B marketing on strategies, tools, and models...but I found not many deliver the message of mindset to the audience. The mindset and experience are something you gained and tested from day-to-day work, and not easy to be googled.

Honestly, I really like your podcast format. The breakdown and analysis angle of different companies B2B strategies mixed with your own framework and some tactical approaches is a B2B podcast mix that I haven’t stumbled upon other than yours and I really enjoy it. DG does mostly interview, Chris Walker has his Demand Gen approach, Metadata talks about what they do internally. And I enjoy all of them. But you two have figured out an interesting mix that brings something new and that’s not easy. You’ve got a routine listener here!

Come 5am every Monday morning when I do my daily run, I tune into The B2B Playbook podcast. George and Kevin are excellent at distilling the many complex aspects of B2B marketing. And more importantly, giving away very practical advice on how to create a sound marketing strategy and execute it on a tactical level. As a bonus, George is a genuinely helpful, all around nice guy. He practices what he preaches. On LinkedIn you can see George doesn't just talk the talk - he does what he advises his audience should do. And shows how his playbook works for his business. It's true people! - Helpful marketing content leads to inbound opportunities that turn into revenue!

The B2B playbook is just that - a practical guide to B2B marketing, providing endless tips, tricks, and insights. It's really practical. Particularly how to get experts to write for you. I'm in a pretty niche industry with tricky applications, so that helped a lot. Awesome stuff! Please keep it coming!

Your podcast is such a great resource for us - wanting to make the change to Demand Gen, keep it up 🙂

I am really enjoying your podcast and learning so much so big thank you

Love the podcast George - plenty of epic wisdom, making massive impact - very much appreciated!

Hi George I love your podcast, very interesting and easy to listen to!

Marketing podcasts are everywhere. And there’s nothing worse than ear candy that you can’t clearly apply. But the B2B Playbook brings a unique and timely perspective that’s especially actionable.

I have been listening to the B2B Playbook since George and Kevin launched it. The podcast episodes have such rich practical knowledge and they took one step further and created the B2B incubator. B2B incubator looks promising especially because they do not say “learn this, and you will be a millionaire overnight” it has a concrete strategy, how to learn from your mistakes, and the nitty-gritty of being a B2B marketer. Listen to their podcasts and also be a part of this program as I am sure like their podcasts their strategy is doable and will yield results. Remember, you have to implement what you learn from them!

I don't listen to podcasts, but I do make the exception for yours if I'm driving. It is so well thought out, researched, and logical and adds a tonne of value. I'm very confident your B2B Incubator would be the same.

I was listening to your podcast. It's amazing. The 5 BEs framework, the way you diagnose educational content strategy... 💥🚀

Checked out your latest episode- though I got interrupted but I sat down there nodding with a little grin on my face because demand generation is such a misunderstood and elusive concept for many marketers. Anyways, just wanted to say keep it going!

I am a follower on Spotify and am a huge fan of your reporting episodes!

George has truly created a safe place for early stage marketers. They can listen in on some insightful conversations about everything B2B marketing. The lessons learnt can be applied to your business with immediate effect. In particular, I loved the repurposing framework. So please do yourself a favor and dig into the podcast right away!

 5/5

B2B Marketers LOVE The B2B Incubator

Name: Ati Aziz
Position: Growth Marketer
Size of Marketing Team: 3 people
Business Type: B2B SaaS
Company: ClearCalcs

Name: Shahed Abotouk
Position: Marketing Manager
Size of Marketing Team: 1 person
Business Type: B2B SaaS
Company: Commutifi

Name: Ben Grossberg
Position: Senior Marketing Manager
Size of Marketing Team: 5 people
Business Type: B2B SaaS
Company: Weel

Our 60 Day Money Back Guarantee

We're so sure that you'll love the program, that if you go through the program, attend the live sessions, and DON'T think you've got the understanding of how to generate demand - we'll give you a refund.

Build Your Demand Gen Engine In 12 Weeks

B2B Marketers LOVE The B2B Incubator

Struggling To Drive Leads & Revenue?

Like Many B2B Marketers in Small Teams... we bet you're:

Your Job is NOT To Get More Leads.
It's More Revenue.

What's Wrong With Leads?

Demand Generation is the Marketing
Secret To Consistently Drive Revenue

Life Without Demand Generation

Life With Demand Generation

We Show You How To Create Demand For Your Brand - in 12 Weeks!